Influence Marketing

    • Three steps to avoid influencer marketing disaster

      By Kerry Gorgone, {grow} Contributing Columnist There’s little room for doubt these days that influencer marketing can work. According to a study from Tomoson, businesses earn $6.50 for every $1.00 spent on influencer marketing. Moreover, consumers are 92% more likely to trust peer recommendations over ads, so it makes sense that brands would want to borrow some trust from in ...

      {grow}in Social- 11 readers -
  • What is your strategy in an era of brand resistance?

    … By Mark Schaefer I’ve been working on a few projects and immersing myself in research about changes in consumer behavior. What I’m discovering is that consumer behavior has changed A LOT, and social media has much to do with it. If you’re marketing to consumers the same way you did five years ago, you’re probably falling behind. Today I want…

    {grow}- 15 readers -
  • A significant content insight if you’re marketing personal services

    … By Mark Schaefer I recently helped an HR company with a sticky business problem. They were following the “best practices” of content marketing — answering questions, publishing consistently, sharing on social networks — but nothing was happening. In fact their business was in a tailspin. As I reviewed their situation, here are some…

    {grow}- 21 readers -
  • Influencer marketing grows up

    … of a marketing revolution, led by anyone willing to step up and let their voice become heard through blogs, videos, and podcasts. Most exciting to me, companies were actually enacting the first influencer marketing programs — and seeing amazing results. While the social media world was pounding Klout, the critics were missing the bigger picture…

    {grow}- 16 readers -
  • Six transformative trends in influencer marketing (is it really marketing?)

    … By Mark Schaefer This month marks the fifth anniversary of the release of Return On Influence, the first book on social influence marketing. It’s hard to believe, but when I wrote that book, few people had even heard of the term “influence marketing.” At the end of the book, I predicted that this would become a mainstream channel…

    {grow}- 22 readers -
  • STOP: Don’t Use Influencer Marketing Without Reading This Post

    … By Kerry Gorgone, {grow} Contributing Columnist Influencer marketing is more popular than ever. Brands like Adobe, Verizon, and many other brands have all tapped influencers to achieve their marketing goals, and it’s working. According to a study from Tomoson, businesses earn $6.50 for every $1.00 spent on influencer marketing. If you’re…

    {grow}in Social- 20 readers -
  • Unraveling the secrets of B2B influencer marketing

    … By Mark Schaefer It seems like wherever you turn these days there is another mention, post or case study about influencer marketing. Without question this is a real and important trend but it’s really just starting to creep into the B2B space. I recently had a chance to catch up with Andrew Grill, global managing partner at IBM, to discuss…

    {grow}- 23 readers -
  • Movies Every Marketer Should Watch

    … Being a marketer isn’t always easy. You have to stay on top of the latest developments. At the same time, marketers have to learn tactics and strategy. So a marketer needs to wind down as well. Watch a movie and relax. But what if we combine the two? What if marketers can watch movies about marketing? Well, you’re in luck. You can. There…

    Bas Van Den Beld/ State of Digital- 26 readers -
  • A Simple Rule for How Brands Should Work with Influencers: Attention Retention

    … called “nuance.” But if an organization wants to capitalize, they must be more nuanced in their understanding of new trends than what the blogosphere would have us believe. And today, the business blogosphere would have us believe that influencer marketing is all about that old addicting drug brands so crave: reach. But believe you me…

    {grow}in How To's- 20 readers -
  • Crossing the influence line: When does sponsorship destroy your reputation?

    … posted this question on my blog (edited for style): “Influencers started out as your friends, your social group … real life and virtual. Your interactions with this group may lead you to new store fronts, show you interesting products or teach you something new. When influencer marketing began, they were nothing more than the popular kids, social…

    {grow}- 29 readers -
  • When Social Media Piranhas Strike

    … and energy into coming after you. So why give them a reason to do it? Role Model, Icon, Celebrity = Influencer Whatever you want to call them, an influencer is a good person to know. They are even better for helping your business or personal brand (influencer marketing as Mark talks about). If they like or know you well enough, they may even promote…

    {grow}in Social- 13 readers -
  • Why screenshots may be the key to influence marketing measurement

    … marketing is mainstream marketing today. The influencer is the power on the web today. No question. As you would expect, there was also a lot of discussion on influence marketing measurement and one keynote session in particular blew me away with an idea that is so simple and yet so powerful: screenshots. Screenshots as influence marketing measurement…

    {grow}- 20 readers -
  • Drones, Bots and AI oh my. SXSW highlights

    … the video above, you can view it on YouTube: Make it Count. Those are a few highlights and I want to emphasize these are not necessarily my opinions, they are the views of the speakers. Check out part 2 tomorrow! Mark Schaefer is the chief blogger for this site, executive director of Schaefer Marketing Solutions, and the author of several best…

    {grow}- 37 readers -
  • Marketing’s answer to winning in an ad-free world

    …. Of course there are lots of other options like sponsored content, native advertising, and content marketing. And of course all ads are not really going away. But these alternatives maintain the traditional relationship where a company is talking to a person. And fundamentally, I think it’s a better way to do business when a person talks…

    {grow}- 23 readers -
  • 10 Epic Shifts that are Re-Writing the Rules of Marketing

    … printing will revolutionize marketing by creating entirely new business models. The goal of marketing is value creation and customer acquisition and perhaps there is no greater impact on this than the revolution in how we deliver products to customers. Laura Kessler believes this might be the most important trend in business today: “Through new…

    {grow}- 33 readers -
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